Legends breaks Super Bowl sales record in Las Vegas

Another record has been set by a business in association with the recent Las Vegas Super Bowl, which already established new highs for TV ratings, total betting handle and secondary-market ticket pricing.

Legends, which had exclusive rights from the NFL to retail licensed merchandise at hotels, pop-up stores, the 30,000-square-foot store at the Super Bowl Experience fan fest, hotels, and Allegiant Stadium, along with a year-round NFL store at The Forum Shops at Caesars Palace, said that total sales of those stores exceeded its previous aggregate in any Super Bowl market by a scant 1%-2%.

The previous high was set at Super Bowl 50, which included a record $4.6M in merchandise sales at Levi’s Stadium. This year’s game-day stadium merch sales per caps did not set a record but were a 2% increase over last year in Phoenix.

While Super Bowl Experience store sales were down slightly in Vegas from last year, the store was only open for four days, compared to eight last year in Phoenix. Comp days -- Wednesday through Saturday -- were up 24% in Vegas, according to Legends. Total retail sales of Legends stores in Vegas saw an 18% increase over last year’s Super Bowl LVII in an Arizona market that was far less dense.